* SECRET #1: THE SECRET FORMULA
*** Who Is Your Dream Client?
    - What do they look like?
    - What are they passionate about?
    - What are their goals, dreams and desires?
*** Where Can You Find Them?
    - Where do they hang out online?
    - Are they on FB or IG?
    - What are their interests?
*** What Bait Will You Use to Attract Them?
    - Physical book
    - CD, DVD, or an audio recording
*** What Result Do You Want To Give Them?
    - Imagine your clients could pay you anything to get a desired result.
    -- What would you do to guarantee their success?
    -- Where would you lead them?
    -- What does that place look like?
* SECRET #2: THE VALUE LADDER
  - Bait
  -- Frontend
  --- Middle
  ---- Backend
*** Increasing in price, trust, and value provided
*** No Value Ladder is complete without a good continuity program
* SECRET #3: FROM A LADDER TO A FUNNEL
** Instead of trying to convince someone to buy the most expensive offering:
   1.Provide value to each customer at unique level he can afford
   2.Make money and be profitable while identifying our dream clients can afford our highest offer
** Sales Funnel:
   - A sales funnel is the online process you take someone through to get them to ascend up the value ladder
* SECRET #4: HOW TO FIND YOUR DREAM CUSTOMERS
** Find your congregation and put your message to them
   - people with the same beliefs gathered in one place
** Who is your target market?
   - In days of old people people would target straight demographics
   - Ever since marketers were able to target so many different characteristics, people have lost all patience for generalized, mass media messages
   - Be as granular as your want
   - musical taste, medical background, shoe size, movies they watched last month
   - consumers expect and demand that your advertising be /extremely/ relevant to them.
   - For example, if you own a Pet food company in Tampa, advertise differently to the men and women of Tampa who own pets
   - Comsumers want and expect messaging that speaks directly to them, or they will likely ignore you
   - To create hyper-targeted messages, you have to know your target market inside and out
   - Successful businesses get inside of the customers mind and find out
   -- What the individual really cares about
   -- What are their pains and passions?
   -- What do they desire?
   -- What do they think about and what do they search for online?
   - Once you find out those tiny details, you can search more specifically and find buyers in not so obvious places
   -- Who are the people in x market?
   -- What are they searching for?
   -- What problems do they want to solve?
   -- What questions do they want answered?
   - Dig into your own experience to create as detailed a picture as possible for the product you are selling
   - Go beyond typical demographics when answering Q#1: Who is your target market?
   - Then when you have an accurate picture, you can move onto the next question
** Where is your target market?
   - Where are they congregating?
   - What keywords are they searching for on Google?
   - What books are they buying on Amazon?
   - Once you can find exactly where your target market is hanging out, then pulling out the gold (traffic) is simply a matter of putting a relavant message infront of them and 
     directing them to your offer
   - Once you find that vein of gold, you're going to tap into that and entice those people back to your website
** How can you get a customer to leave the congregation and check out your page?
   - Enquirer interrupt

* SECRET #5: THE THREE TYPES OF TRAFFIC
** Traffic you own
   - Most important and the best kind
   - Convert the other types of traffic into subs and buyers (traffic you own)
   - build a list
   - no costs, pure profit
** Traffic you control
   - You have the ability to tell it where to go
   - Sending peope who click on your paid AD anywhere you want
   - paid traffic is traffic you control, including:
   -- Emails ads
   -- Pay-per-click ads
   -- Banner ads
   -- Native ads
   -- Affiliates and joint ventures
   - problem here is spending more money to get more traffic. So send any traffic you purchase to a "squeeze page"
** Squeeze page
   - ONE goal: convert traffic that you control into traffic that you own
   - No distractions, traffic enters email address or leaves
   - Some people will leave, and some will give you their email address
   -- This is where your controlled traffic becomes traffic that you now own
   -- You can start sending the new potential through your Soap Opera Sequences and daily Seinfeld emails
** Traffic you don't control  
   - No control over where it came from or where it goes
   - people randomly searching you up
   -- Social media
   -- Search traffic
   -- Guest blog traffic
   -- YouTube
   -- Guest interviews
   - Also turn it into traffic that you own
   -- Turn website into glorified squeeze page to capture this traffic
   --- To convert as much traffic as possible into traffic you own


